Digital Paid Media Manager

Travel + Leisure Co.•Orlando, FL

About The Position

The Digital Paid Media Manager oversees the development and execution of comprehensive Digital Paid Media strategies and Lifecycle Marketing campaigns to drive customer activation, retention, and engagement for the RCI business unit. This role requires a strategic and analytical thinker with hands-on experience in managing digital advertising campaigns and lifecycle marketing initiatives. The ideal candidate will be adept at leveraging data to optimize marketing efforts, collaborating with cross-functional teams, and driving measurable business results.

Requirements

Bachelor's degree in Marketing, Digital Media or related field.
8+ years of experience in driving paid media campaign strategies and lifecycle marketing (paid search planning/strategy, social, digital media planning or buying, digital ad ops or trafficking, analytics, or digital campaign management)
2+ in a leadership or management role, with demonstrated ability to lead and inspire a team
Excellent and proven critical thinking skills to quickly evaluate issues, troubleshoot, and prioritize accordingly
Ability to work proficiently and in a fast-paced environment with a variety of challenges.
Excellent communicator able to work well with remote partners as well as face to face.
Solid in-platform working knowledge and campaign management experience required across key digital platforms: Google Ads, Microsoft Bing Ads, SA360, Facebook Ads Manager, Demand Side Platforms (The Trade Desk, DV360)
Knowledge of digital media technologies including ad servers, DSPs, and tag management
Experience with website analytics tools (e.g. – Google Analytics, Omniture)
Microsoft Office proficiency (strong aptitude in Excel and PowerPoint)
Proven track record of managing and optimizing multi-channel lifecycle marketing campaigns.
Experience in creating paid media campaigns from scratch (researching, budgeting, strategy, optimization, maintenance, and reporting)
Experience creating reports and deriving as well as communicating results and insights
Experience equivalent to the education requirement may be accepted in lieu of the education requirement.

Nice To Haves

Master’s degree is a plus.
Experience developing CRM/1st Party Data digital strategies, a plus
Excellent verbal, written and presentation skills
Passionate about engaging potential customers and building out best practices
A desire to test and learn as well as innovate
Experience in the travel industry, a plus
Certification in marketing automation platforms is a plus.
Media platform certifications: Google Ads Search Certification, Meta Certified Professional
Digital marketing agency experience, a plus

Responsibilities

Lead and mentor a team of digital analysts supporting the end-to-end execution and optimization of paid media programs across paid search, programmatic and paid social while providing guidance, feedback, and support to foster their professional growth and creativity
Lead research and analysis to identify optimal media channel mix, platforms, and partners for campaign execution
Evaluate and employ evolving trends, technologies, and procedures in the digital space to our programs aimed at improving paid media performance
Support routine campaign account audits, ensuring programs maintain executional excellence in all facets: campaign creative, campaign structure and strategy, audience targeting, keyword strategy, tracking, and tagging infrastructure
Build and foster strong relationships with media partners and vendors ensuring optimal campaign set-up, competitive media pricing, exclusive placements, and ongoing performance improvements
Stay informed of industry regulations and compliance guidelines, ensuring all media buying activities adhere to legal and ethical standards
Develop and manage the budget for paid media while providing regular budget updates and forecasts to senior management
Oversee the creation and execution of lifecycle digital marketing campaigns, ensuring timely and relevant communications based on customer behavior and segmentation. Goal being to elevate the member experience through personalization and intentional marketing messaging
Partner and collaborate with internal business teams (marketing, analytics, digital creative, segmentation) to plan and execute lifecycle marketing campaigns that are cross-channel in nature (web, email marketing, paid media, SMS etc.)
Partner with digital creative team to deploy campaign messaging that is targeted and personalized based on member behavior, lifecycle stage, and preferences
Partner with the analytics team to identify appropriate success measurement framework based on member lifecycle stage. Then ensure said KPIs are embedded within campaign strategy
Collaborate with external vendors and partners to enhance lifecycle marketing capabilities and stay updated on best practices and emerging trends
Leverage marketing automation tools to develop efficiencies and improvements within digital marketing programs
Facilitate the deployment and adoption of lifecycle learning agendas centered around iterative testing schedules, with the intent of continuously refining go-to-market strategies
Continuously monitor digital campaign performance results to determine what is working and what can be improved
Successfully leverage and analyze reports/dashboards to uncover performance trends and develop actionable insights to enhance digital marketing programs
Work collaboratively with the analytics team on media performance and optimization, establishing the most effective targeting and personalization strategies
Present key insights and findings that effectively highlight campaign results and recommendations for future campaign success
Create strong cross functional relationships with peers in other business units to foster shared work learning and leverage leading practices
Collaborate with peers (digital design, analytics, marketing segmentation, web production, marketing) and build deep understanding of cross-channel strategies to spot opportunities or create synergies where possible
Provide strong internal client service (e.g. – quality, responsiveness, and attention to detail)